The Digital Tourist - building a web presence

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Building a web presence that will work for your business - Building a great website, Writing words people will read, Search engine optimization, Driving website traffic with links, Understanding social networking
and Video marketing basics

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  • The Digital Tourist - building a web presence

    1. 1. Scott Adams
    2. 2. Building a webpresence thatwill work foryour business• Building a great website• Writing words people will read• Search engine optimization• Driving website traffic with links• Understanding social networking• Video marketing basics
    3. 3. Building aGreat Website
    4. 4. First ImpressionsAccording to Canadian researchers, it takes as little as 50 milliseconds (1/20thof a second) for web users to form a first impression. In the blink of an eye,web surfers make nearly instantaneous judgments of a websites "visualappeal." Through the "halo effect", first impressions can colour subsequentjudgments of perceived credibility, usability, and can ultimately influence ourpurchasing decisions. Creating a fast-loading, visually appealing site can helpwebsites succeed.Clearly, there is a connection between our emotional reaction to a webpage,and our conscious thought process. Consumers apply both holistic (emotional)and analytic (cognitive) judgment in the decision to buy a product. Thefeelings you evoke in visitors through a clean, professional design can have alasting effect on their buying judgments.If visitors like the look of your website, this positivism will spread to otherareas, such as the website’s actual content. Most people like to be right in thedecisions that they make and will therefore continue to use a website thatmade a good first impression, thus confirming that their initial decision wascorrect.
    5. 5. First ImpressionsAccording to Canadian researchers, ittakes 1/20th of a second for users toform a first impression.There is a connection between ouremotional reaction to a webpage, andour conscious thought process. If visitors like the look of your website, this will spread to other areas, such as the website’s actual content.
    6. 6. you be the judge• which site gives a better impression?
    7. 7. you be the judge• which site gives a better impression?
    8. 8. A great websitein 3 easy steps
    9. 9. STEP 1: What’s the point?Be clear about your reason for creating a website. Is it going to serve as an onlinebrochure for people who you hand your business cards to? Is it going to functionprimarily as a tool to sell your product or service?
    10. 10. STEP 1: What’s the point?Be clear about your reason for creating a website. Is it going to serve as an onlinebrochure for people who you hand your business cards to? Is it going to functionprimarily as a tool to sell your product or service?What are your goals for the site?• Generate sales• Generate leads• Customer Relationship Management (CRM)
    11. 11. STEP 1: What’s the point?
    12. 12. STEP 1: What’s the point?Your goals should be:• SPECIFIC: Describes what you want to accomplish with as much detail as possible.• REALISTIC: Goals you know you are actually capable of obtaining.• CHALLENGING: Takes energy and discipline to accomplish rewarding goals.• MEASURABLE: Describes your goals in terms that can clearly be evaluated.
    13. 13. STEP 2: Why are you so special? One of the biggest advantages of web marketing is the ability to focus on very specific target markets. Therefore it is very important to keep your competitive advantage at the forefront when designing/ rebuilding a website.
    14. 14. STEP 2: Why are you so special? One of the biggest advantages of web marketing is the ability to focus on very specific target markets. Therefore it is very important to keep your competitive advantage at the forefront when designing/ rebuilding a website. What is it that sets you apart from the rest?
    15. 15. STEP 2: Why are you so special? One of the biggest advantages of web marketing is the ability to focus on very specific target markets. Therefore it is very important to keep your competitive advantage at the forefront when designing/ rebuilding a website. What is it that sets you apart from the rest? How is that a benefit to the consumer?
    16. 16. Creating visually appealing websites4 goals in 30 secondsYour homepage must communicate to new visitors: What site they have arrived at What benefits you offer them Something about you and your latest products or happenings Their choices and how to get to the most relevant section for them
    17. 17. Creating visually appealing websites4 goals in 30 secondsYour homepage must communicate to new visitors: What site they have arrived at WHO What benefits you offer them Something about you and your latest products or happenings Their choices and how to get to the most relevant section for them
    18. 18. Creating visually appealing websites4 goals in 30 secondsYour homepage must communicate to new visitors: What site they have arrived at WHO What benefits you offer them WHY Something about you and your latest products or happenings Their choices and how to get to the most relevant section for them
    19. 19. Creating visually appealing websites4 goals in 30 secondsYour homepage must communicate to new visitors: What site they have arrived at WHO What benefits you offer them WHY Something about you and your latest products or happenings NEW/WHAT Their choices and how to get to the most relevant section for them
    20. 20. Creating visually appealing websites4 goals in 30 secondsYour homepage must communicate to new visitors: What site they have arrived at WHO What benefits you offer them WHY Something about you and your latest products or happenings NEW/WHAT Their choices and how to get to the NEXT most relevant section for them
    21. 21. 4 goals in 30 seconds
    22. 22. 4 goals in 30 seconds WHO
    23. 23. 4 goals in 30 seconds WHO NEW
    24. 24. 4 goals in 30 seconds WHO WHY NEW
    25. 25. 4 goals in 30 seconds WHO WHY NEW NEXT
    26. 26. 4 goals in 30 seconds WHO NEXT NEXT WHAT WHY WHAT
    27. 27. Keep it Clean & Simple People don’t read websites, they scan them!
    28. 28. Keep it Clean & Simple The F Pattern
    29. 29. Writing WordsPeople will Read
    30. 30. Tips on writing good web copy Make sure content is easy to read
    31. 31. Tips on writing good web copy Strong clear headline
    32. 32. Tips on writing good web copy
    33. 33. Tips on writing good web copyShort paragraphs
    34. 34. Tips on writing good web copyShort paragraphsBold keywords
    35. 35. Tips on writing good web copy Short paragraphs Bold keywordsClear sub-headings
    36. 36. Tips on writing good web copy Short paragraphs Bold keywordsClear sub-headings Break out text when you can
    37. 37. Tips on writing good web copy Write for how people search
    38. 38. Tips on writing good web copyThe Headline - your most important content
    39. 39. Tips on writing good web copyThe Headline - your most important content
    40. 40. Tips on writing good web copyThe Headline - your most important content
    41. 41. Tips on writing good web copy1st Paragraph- 2nd most important content
    42. 42. Tips on writing good web copy1st Paragraph- 2nd most important content
    43. 43. Tips on writing good web copy Provide links and connections
    44. 44. Tips on writing good web copy Sell benefits, not featuresWhy is it better to offer problem-solving information than a straight sales pitch?
    45. 45. Tips on writing good web copy Sell benefits, not featuresWhy is it better to offer problem-solving information than a straight sales pitch?Because: Nobody who bought a drill wanted a drill. They wanted a hole.
    46. 46. Tips on writing good web copy Sell benefits, not features Answer: What’s in it for me?
    47. 47. Tips on writing good web copy Sell benefits, not features Answer: What’s in it for me? NOT • We provide excellent customer service • Our company has been around for 25 years • We’re a full-service resort • The trips are the best of their kind
    48. 48. Tips on writing good web copy Edit, edit, then edit some more
    49. 49. Tips on writing good web copy Edit, edit, then edit some more
    50. 50. Tips on writing good web copy Edit, edit, then edit some more
    51. 51. Tips on writing good web copy Edit, edit, then edit some more
    52. 52. Tips on writing good web copy Edit, edit, then edit some more
    53. 53. Tips on writing good web copy Edit, edit, then edit some more
    54. 54. Tips on writing good web copy Edit, edit, then edit some more
    55. 55. Tips on writing good web copy Edit, edit, then edit some more
    56. 56. Tips on writing good web copy Edit, edit, then edit some more
    57. 57. Tips on writing good web copy
    58. 58. Tips on writing good web copy1. Who is the content for? What’s the value?
    59. 59. Tips on writing good web copy1. Who is the content for? What’s the value?2. What are your keywords?
    60. 60. Tips on writing good web copy1. Who is the content for? What’s the value?2. What are your keywords?3. What other ideas are important?
    61. 61. Tips on writing good web copy1. Who is the content for? What’s the value?2. What are your keywords?3. What other ideas are important?4. Any relevant internal content?
    62. 62. Tips on writing good web copy1. Who is the content for? What’s the value?2. What are your keywords?3. What other ideas are important?4. Any relevant internal content?5. Any relevant external content?
    63. 63. Tips on writing good web copy1. Who is the content for? What’s the value?2. What are your keywords?3. What other ideas are important?4. Any relevant internal content?5. Any relevant external content?6. What do you want people to do next?
    64. 64. Search Engine Optimization (SEO)
    65. 65. Understanding SEO Time
    66. 66. Understanding Search EnginesSearch engines help people find information that isrelevant to the keywords used in their search.To do this, search engines rely on programs called“spiders,” “crawlers” or “robots.” The search engine sends out a spider, It reads thecontent and follows links to other pages within thesiteThis information is collected in an index, or catalogue,to be referenced against a future search query.
    67. 67. Understanding Search Engines What is Google’s purpose?
    68. 68. Understanding Search Engines What is Google’s purpose? To provide you with the best source of information for the words you are searching for.
    69. 69. SEO DefinedBecome the best source for your keywords!
    70. 70. SEO DefinedBecome the best source for your keywords! How? 1. Tell the search engines that you are the source: - Titles, content, meta tags, etc....
    71. 71. SEO Defined Become the best source for your keywords! How? 1. Tell the search engines that you are the source: - Titles, content, meta tags, etc....2. Have other people tell search engines that you are the source: - Bookmarking, links, news stories, social networks, etc ...
    72. 72. Understanding the SearchEngine Results Page (SERP)
    73. 73. Understanding Vertical Search
    74. 74. Understanding Universal Search
    75. 75. Two StepSEO Strategy
    76. 76. STEP 1: Keyword Strategy Brainstorm! List all the names and words you use to describe your location and experiences.* Use the keyword discovery worksheet
    77. 77. STEP 1: Keyword StrategyOrganize your keywords Product Category Experiences / Activities Demographic Location Canoe trip river trip families Algoma wilderness camping Chapleau Game Preserve Comparison Qualifier Benefits Action easy canoe trip fully guided family fun download travel guide
    78. 78. STEP 1: Keyword StrategyResearch
    79. 79. STEP 1: Keyword StrategyResearch Check your website search referrals
    80. 80. STEP 1: Keyword StrategyResearch Check your website search referrals Look at your site search
    81. 81. STEP 1: Keyword StrategyResearch Check your website search referrals Look at your site search Analyse your competition
    82. 82. STEP 1: Keyword StrategyResearch Check your website search referrals Look at your site search Analyse your competition Consult keyword research tools
    83. 83. STEP 1: Keyword Strategy
    84. 84. STEP 1: Keyword StrategyThink like a customer!1. What do your customers need? What problems are they trying tosolve? What words do they use to describe their needs andproblems?2. What content do you have on your webpage that would satisfytheir search? What words would you search for to find that content?3. How would you describe your product to a novice?
    85. 85. STEP 2: Incorporate KeywordsPage Title (Title Meta-tag) Page Description (Description Meta-tag)
    86. 86. STEP 2: Incorporate KeywordsPage Title (Title Meta-tag)
    87. 87. STEP 2: Incorporate Keywords Page Description (Description Meta-tag)
    88. 88. STEP 2: Incorporate KeywordsKeywords in Content
    89. 89. STEP 2: Incorporate KeywordsKeywords in ContentHeadings - keywords found within headings are given higher weightthan elsewhere. Take advantage of the <h1> tag attribute. Tagging aheading with the <h1> tag will emphasize its importance even further.
    90. 90. STEP 2: Incorporate KeywordsKeywords in ContentHeadings - keywords found within headings are given higher weightthan elsewhere. Take advantage of the <h1> tag attribute. Tagging aheading with the <h1> tag will emphasize its importance even further.Opening text - Keywords that appear at the top of the page havemore impact than the text that follows.
    91. 91. STEP 2: Incorporate KeywordsKeywords in ContentHeadings - keywords found within headings are given higher weightthan elsewhere. Take advantage of the <h1> tag attribute. Tagging aheading with the <h1> tag will emphasize its importance even further.Opening text - Keywords that appear at the top of the page havemore impact than the text that follows.Emphasized text - Bold and italicized keywords stand out to a visitor,so search engines give them somewhat more consideration too.
    92. 92. STEP 2: Incorporate KeywordsKeywords in ContentHeadings - keywords found within headings are given higher weightthan elsewhere. Take advantage of the <h1> tag attribute. Tagging aheading with the <h1> tag will emphasize its importance even further.Opening text - Keywords that appear at the top of the page havemore impact than the text that follows.Emphasized text - Bold and italicized keywords stand out to a visitor,so search engines give them somewhat more consideration too.All the rest - Keywords throughout your entire page are important, butnot as important as if they were in placements listed above.
    93. 93. Keywords in Content
    94. 94. STEP 2: Incorporate Keywords IMPORTANTNothing is more important than good copy!
    95. 95. STEP 2: Incorporate Keywords IMPORTANTNothing is more important than good copy!
    96. 96. Optimize your Images
    97. 97. Optimize your Images1. Use Descriptive Filenames Save your image with a word or short phrase that describes what is in the image.
    98. 98. Optimize your Images2. Use the ALT tag Use keywords to describe your image in the ALT (alternative text) tag Google Image Search will display the ALT tag text in each search result.
    99. 99. Optimize your Images2. Use the ALT tag Use keywords to describe your image in the ALT (alternative text) tag Google Image Search will display the ALT tag text in each search result.
    100. 100. Optimize your Images2. Use the ALT tag Use keywords to describe your image in the ALT (alternative text) tag Google Image Search will display the ALT tag text in each search result.
    101. 101. Optimize your Images3. Use a Caption with your Image Placing a small caption directly under, on top or on the side of your image will help cue the search engines to the meaning of the image. With a caption, you can be a little more descriptive about the picture than with the ALT attribute, but again, make it flow naturally.
    102. 102. Optimize your Images3. Use a Caption with your Image Placing a small caption directly under, on top or on the side of your image will help cue the search engines to the meaning of the image. With a caption, you can be a little more descriptive about the picture than with the ALT attribute, but again, make it flow naturally.
    103. 103. Link JuiceDriving traffic to your Website
    104. 104. Link Juice is good Your Website
    105. 105. Linking Best Practices Relevance is KEY! Best links are from industry related authoritative websites.
    106. 106. Linking Best PracticesUse appropriate anchor text Anchor Text
    107. 107. Linking Best PracticesLink to specific contentAgawa Train Snowmobile Experience Link GoodAgawa Train Snowmobile Experience Link Bad
    108. 108. Linking Best PracticesQuality matters!
    109. 109. Linking Best PracticesQuality matters!
    110. 110. Linking Best PracticesQuality matters! - Get Deep Links
    111. 111. Linking Best PracticesQuality matters! - Get Deep Links
    112. 112. How to Gain Links Link Juice
    113. 113. Remember:Linking best practices
    114. 114. Respect the Authority
    115. 115. How to Gain Links Must have link-worthy content
    116. 116. How to Gain Links Must have link-worthy contentThat is content that: • Directly benefits the reader • Benefits your own business • Benefits the website that will link to you
    117. 117. How to Gain Links
    118. 118. How to Gain LinksTake part in online communities
    119. 119. How to Gain Links Take part in online communitiesWrite and publish online articles/press releases
    120. 120. How to Gain Links Take part in online communitiesWrite and publish online articles/press releases Comment on blogs
    121. 121. How to Gain Links Take part in online communitiesWrite and publish online articles/press releases Comment on blogsMention your content on social networking sites
    122. 122. How to Gain Links Take part in online communitiesWrite and publish online articles/press releases Comment on blogsMention your content on social networking sites Create a newsletter
    123. 123. How to Gain Links Take part in online communitiesWrite and publish online articles/press releases Comment on blogsMention your content on social networking sites Create a newsletter Allow people to share your content
    124. 124. How to Gain Links Make it easy to share!
    125. 125. Understanding Social Networking
    126. 126. But I do web marketing?
    127. 127. Old Way New Medium FA IL !
    128. 128. Some MindBlowing Stats
    129. 129. Over 500 Million Users
    130. 130. # of Tweets grew 1,400% in 2009
    131. 131. Over 2 Billion videos viewed PER DAY
    132. 132. 24 hours of videosuploaded per minute
    133. 133. In September photo #5 billion was uploaded
    134. 134. 20% of daily searches are new keywords
    135. 135. Social Media on the Move
    136. 136. Everyone MUSTbe in this space
    137. 137. Social Media is a tool.Not a strategy.
    138. 138. You must have astrategic reason for using Social Media(beyond awareness)
    139. 139. Shiny toys are fun.
    140. 140. But ...
    141. 141. Social Media ... what hasn’t changed?
    142. 142. Content Still Must Betimely, brief, helpful, useful, informative, relevant practical, actionable, entertaining, fun
    143. 143. Ask yourself...What do you have, what can you give or what can you do to provide value.
    144. 144. YOU Still Must Be Be transparent. Be authentic. Be human.
    145. 145. GIVEDon’t Sell
    146. 146. Listen & Ask Don’t Tell
    147. 147. Where to start?
    148. 148. Listen
    149. 149. The Big Four
    150. 150. Measure
    151. 151. REACH: how far does it travel?
    152. 152. http://www.google.com/insights/search/
    153. 153. INFLUENCE: Is anyone sharing your content?
    154. 154. AUTHORITY: how trusted is the source?
    155. 155. AUTHORITY: how trusted is the source?
    156. 156. ENGAGEMENT: how involved do they get?
    157. 157. ENGAGEMENT: how involved do they get?
    158. 158. ENGAGEMENT: how involved do they get?
    159. 159. ENGAGEMENT: how involved do YOU get? Free Twitter analytics ... coming soon
    160. 160. CONVERSION: is anybody tacking action? Booking Email Inquiry Analytics Subscribe
    161. 161. CONVERSION: is anybody tacking action?
    162. 162. CONVERSION: is anybody tacking action? Just Ask
    163. 163. FREE: Tools
    164. 164. PAID: Tools
    165. 165. Video Marketing Basics
    166. 166. WHY? • Helps you stay current - If you want your content to be seen as something that is hot and fresh, you need to have it in the hottest and freshest format… and that’s video. • It’s where the people are - YouTube has over two billion videos served per day. • Helps you get discovered - Videos are easier to rank then websites • Helps sell products - According to comScore, the number of online shoppers who watch online retail product videos before buying a product grew 40% from January 2008 to January of 2009.
    167. 167. USER GENERATED CONTENT
    168. 168. USER GENERATED CONTENT
    169. 169. QUALITY VS QUANTITY
    170. 170. DON’T PRODUCE ADS - TELL STORIES
    171. 171. DON’T PRODUCE ADS - TELL STORIES
    172. 172. RESPECT COPYRIGHT
    173. 173. QUALITY VS QUANTITY
    174. 174. THE STRATEGY1. Concept - need a cool topic2. Content not Ads - tell stories3. Production - have the right equipment4. Title & Description - need to motivate clicks5. Distribution - take it to the people
    175. 175. IDEA FACTORY• New or exceptional• The adventure• The famous• People / locals• The environment• Traveller’s transformation• Who is behind the business
    176. 176. DISTRIBUTION
    177. 177. EQUIPMENT1. Camera2. Audio3. Tripod4. Lighting5. Memory & storage6. Editing
    178. 178. Thank you! birchbarkmedia.com twitter.com/birchbarkscottlinkedin.com/in/birchbarkscott Textfacebook.com/birchbarkmedia
    179. 179. Let’s Stay Connected! facebook.com/TheDigitalTourist Text

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